What Brands Can Learn From The First Ever Twitter Awards. Twitter has just delivered its first set of winners of the Twitter Awards. And by the way, it’s not all about the big budgets and the huge creative teams (although some of these winning campaigns clearly benefit from that kind of stuff). This tied in neatly with the timing of the Academy Awards, which just happened to be running at around the same moment. Here is a brand that has spent years being pretty cool anyway, and then it pulls off this work on Twitter. But this particular campaign, while incredibly creative (and possibly even more so than the Airbnb one) also had a huge impact, which is why it won the Gold Impact Award. That is until Apple decided that using Twitter to help them make their customer service even better was a good idea. Essentially, Apple created a special ‘live app’ on Twitter that allowed them to quickly jump on any problem or issue that customers came up with. We know that Twitter is basically offering an award here to itself, but it does just illustrate how amazing the platform is for customer service. Who knows, next year, your brand could be winning at the Twitter Awards.
It was bound to happen. One of the most powerful social media platforms around has decided that it deserves its own glitzy awards event. Twitter has just delivered its first set of winners of the Twitter Awards.
These awards are centered around a few key aspects of what it takes to be successful and ground-breaking on the platform. In addition to that, the awards also highlight a few key features around good work on social media in general. We thought we would take a look at some of the winners of the awards and see if any lessons can be learnt for brands.
If you are struggling to gain traction on the platform, seeing what these brands are doing may help. And by the way, it’s not all about the big budgets and the huge creative teams (although some of these winning campaigns clearly benefit from that kind of stuff).
Instead, and as with all social media, being different and disruptive can go a long way when it comes to getting results. By the way, it’s important to know that Twitter has made it very clear that the awards are there to recognise ‘original and creative advertising’. So budgets are, obviously, involved in much of what follows.
Okay, the company may have had its fair share of controversy over the last year, but Airbnb has also been working hard on its social, and picked up something of a coup with the #LiveInTheMovies campaign.
It is widely recognised that Airbnb managed to grab a ton of reach and engagement around this particular campaign, and it was certainly successful. Twitter gave it a Gold Creativity Award as part of the first annual celebration.
The whole campaign was centered around the audience choosing which movie they would live in. This tied in neatly with the timing of the Academy Awards, which just happened to be running at around the same moment.
Airbnb also tied in the fact that they organise living spaces for people, with the movies, and escapism. People generally choose Airbnb (outside of cost benefits) because it allows for a little bit of mystery and excitement. This campaign fed into that perfectly.
What brands can learn
Get the timing right, and think about what your brand creates for the audience. Then make it fun and easily accessible (animation works a treat here).
Even we are a little in awe of this one. Here is a brand that has spent years being…